Prsp’s Ana Pista Urges Young Communicators to Prepare as AI Reshapes PR Careers

Young public relations professionals need opportunities to develop judgment, strategy, and relationships as artificial intelligence changes the work traditionally assigned to newcomers.

That was the message of Ana Pista, APR, president of the Public Relations Society of the Philippines (PRSP), during her keynote at Konvensi Humas Indonesia 2026 in Indonesia.

Speaking to nearly 1,000 young PR practitioners, Pista encouraged aspiring communicators to respond to disruption through three priorities: “Adapt. Upskill. Lead.”

Her presentation, titled “Don’t Fear Disruption. Lead It,” examined how emerging technology is changing career expectations and what young professionals and employers can do to prepare.

Rethinking the first steps into a PR career

Researching stories, drafting communications materials, and supporting senior colleagues have long helped junior practitioners learn the profession.

As AI tools assist with more of these assignments, communications teams face a question: how will newcomers develop practical experience if some of their traditional training tasks become less common?

Pista raised concerns about workforce changes linked to AI, including automation of work typically handled by junior employees. She challenged participants to consider their confidence in finding the jobs they want—and, for those already employed, remaining relevant in their roles.

Her message encouraged young practitioners to look closely at the capabilities they can build as familiar responsibilities change.

Learning to operate AI tools is one part of that preparation. Assessing their output, identifying missing context, and deciding how to communicate responsibly require further skills and experience.

Judgment and credibility remain central

Pista emphasized the importance of understanding audiences, evaluating information, developing strategy, and building relationships.

These responsibilities involve decisions about what a message means, whom it affects, and how it should be delivered.

Her presentation also addressed an increasingly fragmented media environment, where audiences move across platforms and the boundaries between PR, marketing, advertising, and technology continue to overlap.

In that setting, the ability to produce content quickly must be accompanied by accuracy, credibility, and a clear understanding of the audience.

Pista acknowledged the fears surrounding technological change, including concerns about becoming irrelevant or losing opportunities. She encouraged participants to turn those concerns into active preparation through learning and adaptation.

Employers have a role in developing talent

Preparing for AI-driven changes also requires organizations to invest in their people.

The discussion highlighted the need for employers to consider how they introduce AI, train teams, and preserve opportunities for graduates to gain experience.

For communications departments, that includes giving newcomers room to learn from senior colleagues, test ideas, and take on responsibilities that build their capabilities.

Foundational assignments remain important because they help develop the experience future editors, strategists, and team leaders will need.

Pista’s call to upskill therefore extends to the organizations responsible for creating meaningful learning opportunities.

Sharing lessons across ASEAN

Pista’s participation brought a Philippine perspective to a regional conversation about the future of communications.

Boy Kelana Soebroto, chairman of PERHUMAS and a Global Alliance board member, welcomed the exchange, highlighting the value of Philippine insights for Indonesia’s emerging practitioners.

The forum also emphasized collaboration across disciplines and borders as communicators respond to shared challenges.

Pista, who also serves on the board of the Global Alliance for Public Relations and Communication Management, connected these efforts to her view of professional legacy: sharing knowledge, opening doors, and creating opportunities for the next generation.

Her message placed preparation at the center of the AI conversation, with a focus on helping young communicators build the skills and experience to shape their careers.

Find this story on GooglePrsp’s Ana Pista Urges Young Communicators to Prepare as AI Reshapes PR Careersgoogle.com · Opens in a new tab↗